The construction of Italian TV audience (1953-1955)

Name: The construction of Italian TV audience (1953-1955)
Brand: Vita e Pensiero
Availability: OnlineOnly

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The construction of Italian TV audience (1953-1955)

Autori

Luca Barra, Cecilia Penati, Massimo Scaglioni

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Vita e Pensiero

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Online da

02-2015

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During the first year of regular scheduling, 1954, RAI1 launched an advertisement campaign aimed at increasing the purchase of TV licences. RAI aired a short clip which clearly outlined some of the main issues involved in the construction of a specific audience in the early stage of Italian television. Claiming that “RAI has sent us here to convince you of the happy moments you will spend in the company of television”, Mario Riva encouraged a typical bourgeois family to purchase a TV set. It is interesting to note that the two TV characters performing the sketch were already well-known to the Italian public: Mario Riva, former revue actor and radio performer, and Alberto Rabagliati, one of the first Italian radio stars and
popular music idols. Through their presence in the advertisement, RAI tried to attract a wider audience, referring to a shared, previous medial memory. Moreover, through this campaign the representation of television audience that the Public Service Broadcasting tried to construct and diffuse clearly emerged: a family-oriented, domestic, middle-class image of the public.

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